overview
background
The Know Campaign was dedicated to helping the Cal Lutheran community return to campus safely during the COVID-19 pandemic. Our primary focuses were to assure the community that we were committed to protecting them and emphasize the importance of working together to create a safe environment. The campaign required signage to direct foot traffic and promote social distancing, and also infographics to educate and remind people of healthy habits to practice.
team
I worked with the Associate Creative Director and Graphic Designer II from University Marketing to deliver the final assets for this campaign.
my role
Art Direction
Research
Branding
Logo Development
Social Media
Print Collateral
Environmental Graphics
research + development
research
Before designing the campaign, we did a thorough research about how other universities were handling the pandemic. This helped us understand the different types of signage and materials we needed to create to best serve our community.
logo + brand development
For the logo and brand, we wanted something that would stand out from other promotional materials around campus—these materials typically used Cal Lutheran’s heritage purple and gold from the brand guidelines. Therefore, we experimented with colors from our secondary color platte which are less frequently seen around campus. To make the brand feel friendly and familiar, we wanted to include Gumby—an iconic statue on Cal Lutheran’s Thousand Oaks campus.
final brand identity
color
From our studies, we learned that green has more positive effect than other colors because it is one of the most commonly seen colors in nature. Therefore, the color is often used to reflect balance, health, and rest. After studying various font and color combinations, we decided to propose a brighter green than the ones from our secondary color palette—a brighter green would help draw more attention to the campaign materials.
logo + tagline
The final logo for the campaign was composed in an all-caps, bold version of the font Tungsten, which belongs to Cal Lutheran’s brand guidelines. In front of the word, is a rendering of Gumby, an iconic statue on campus.
The logo would also be frequently used with the campaign’s tagline, “We move forward together.” The tagline was intended to encourage working together as a community to keep one another safe.
icons
To support the brand identity, we put together a suite of icons to compliment messages from the campaign.
brand application
signage
Utilizing the brand identity we created for the campaign, we designed the necessary signs to be used throughout campus.
posters
In collaboration with the Student Life team, we created a series of posters to advise students’ social behavior in areas where there is minimal or no supervision.
social media
Also in collaboration with the Student Life team, we created a suite of Instagram posts to encourage healthy practices among students.